Party Highlights PHOTOS: EMMA COHEN/COURTESY OF POLAROID (POLAROID), JACOB KEPLER FOR BIZBASH (ALL OTHER EXHIBITS), SHAE ROCCO (SPRINT), CHRIS KING (SAMSUNG PARTY), DALE WILCOX (WIRED)
C.E.S. continues to be a forum where big brands come to entertain at dozens of offshoot events.
Miscrosoft’s round booth kept attendees flowing inward. Curved banners displayed the logo overhead, and a band of colorful LEDs cast a warm glow.
Broadcasts from NBC Universal’s booth included a Today segment and live shots for CNBC, MSNBC, and NBC stations.
Sprint hosted an event in a Venetian ballroom to announce its exclusive deal with Overdrive 3G/4G Mobile Hotspot by Sierra Wireless. Attendees visited demo stations set up as individual vignettes. Fresh Wata provided the decor for the four vignettes, which included a park with trees and concession stands, a dorm room with a cafeteria, an office, and a living room with a 16-foot-wide fireplace and a hexagonal video screen.
Polaroid brought in Lady Gaga, who it recently named creative director of a specialty line of products. Other in-booth activities included an exhibition of fine art photography and live celebrity portrait sessions by photographer Maurizio Galimberti. Samsung held a product launch for 700 journalists at the Venetian. Working with Cheil Communications and Barkley Kalpak Associates, S&M Display built a custom set that lowered to reveal three skinny new TV models then glided out into the audience.
2LK Design designed and the Taylor Group built the Intel booth, where LEDs illuminated fabric boxes in undulating, colorchanging patterns.
ON BIZBASH.COM More photos and details from C.E.S.
Wired set up a media lounge at Society Cafe Encore for about 500 guests. Director of brand and strategy Maya Draisin tapped Precision Event Group to produce, design, and manage the event. The space included three themed stations: “recharge,” with Red Bull, 5-Hour Energy shots, something called Perky Jerky, and candy; “refresh,” with fruity waters and smoothies; and “rejuvenate,” with Bloody Marys, trail mix, and homemade granola bars—all catered by the venue.
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